Women in Ads.

PROJECT REPORT“WOMEN IN ADVERTISEMENT – USE OR

MISUSE” SUBMITTED TOWARDS PARTIAL

FULFILLMENT OFPOST GRADUATE DIPLOMA IN BUSINESS

MANAGEMENT(Approved By AICTE, Government of India)

(Equivalent to MBA)ACADEMIC SESSION 2006 - 2008

UNDER THE GUIDANCE OF:

SUBMITTED TO: SUBMITTED BY:Prof. Vijendra Dhyani Abhijeet Judah(03)Faculty Amit Sharma(13)

Anuradha Singh(19) Devpriya Ratan(28) Neha Sharma(58)

PGDBM IInd yr.

INSTITUTE OF MANAGEMENT STUDIESC-238, BULANDSHAHAR ROAD, LAL QUAN, P.B.

NO – 57,GHAZIABAD - 201009

ACKNOWLEDGEMENT

No task whatever big or small can be completed without proper guidance

and encouragement. It gives us a great pleasure to our deep sense of

gratitude and reverence to every person who created a congenial

atmosphere for successful completion of this project.

We would very much like to express our gratitude and profoundest

thanks to Prof. Vjendra Dhyani, Faculty, Institute of Management

Studies, Ghaziabad for her valuable sustained, guidance, invaluable

suggestions and constant encouragement without which it would not have

been possible for us to complete this project.

Abhijeet Judah

Amit Sharma

Anuradha Singh

Devpriya Ratan

Neha Sharma

PREFACE

In today’s market scenario advertiser are led to think that advertising

reflects our way of life and of thinking. The way to represent women is a

good example of it. The advertising of the twentieth century shows

indeed the evolution of the women’s status.

Moreover, most advertisements are aimed at women: for sociological

reasons, a big part of the daily economic decisions is up to women. The

advertisers as a whole are quiet prudent: they do not want to risk losing

such an essential part of their potential public.

This study is basically divided into four major parts. This first part of the

report includes the introduction of the study. The second part deals

history of women’s in advertising industry . The third part is related to

survey and analysis of the data.. The last part deals with conclusions,

recommendations and limitations of the study

CONTENT

1) EXECUTIVE SUMMARY

2) OBJECTIVE OF STUDY

3) RESEARCH METHODOLOGY

4) DATA ANALYSIS

5) RECOMMENDATION

6) LIMITATION

7) CONCLUSION

8) BIBLIOGRAPHY9) ANNEXURE

EXECUTIVE SUMMARY

‘Understanding a customer’s needs and meeting them capably, in the

long term, is all that stands between us and some new form of

competitor.’

Simply because this is not 80’s seller market era. Today scenario is

totally different from the past. Now this is customer market.

Organization should commence every possible trick to attract

maximum number of prospective buyers towards their product.

Now in today’s advertising world advertiser use magic of female

fantasies to attract the people for brand promotion of their product.

Endorsement of female celebrities is now become a famous trend. As

they carry huge mass appeal with themselves.

So now women’s are also become active members of advertising

industry. And now we can say that women’s are at par with men’s

in this field also.

OBJECTIVES OF THE PROJECT

To find whether women’s in advertisements are use or

misused.

To find what kind of advertisements people like to watch.

To find what kind of advertisements attracts more viewers.

RESEARCH METHODOLOGY

1) Type of research : Exploratory Research.

2)Time of research : Research was conducted within a time

period one week from 28th November 2007 to 4th December 2007

3)Scope of research: Research was done in Ghaziabad and

research was done through survey.

4)Sampling: Research was done under non probabilistic sampling

approach through convenient and judgmental sampling. Sample size

took was 50 respondents.

5)Questionnaire Design: Question were formed using various

scales like class interval and ordinal to collect data.

6)Data Collection: Primary data collected through personal

interview and data collection instrument was questionnaire.

Secondary data was collected through internets and books

7)Data Analysis: After collecting data through survey various

tools were used to analyze the data. These include frequency

distribution, Bar charts, Median and Mode.

Woman and advertising

Introduction

Nowadays, advertising is omnipresent in our lives, and has a really strong

influence in our decisions as consumers. The aim is no longer to inform

us of a new product and its use, it is more to create a wish to possess a

product. Moreover, advertising has become a centre of attraction.

Television shows are devoted to it, a museum was created in its honour

and we talk about it, as we would do with a movie. It can make us laugh;

it can shock us, which shows that advertising has a link with the customs

and the codes, which govern our society. For instance the Museum of

advertising in Paris presents at the moment a retrospective about Chinese

advertising from the beginning of the nineteenth century to the present

day to show the impact of governments on advertising, the link between

advertising and communist society and reflects the Chinese history.

Therefore we are led to think that advertising reflects our way of life and

of thinking. The way to represent women is a good example of it. The

advertising of the twentieth century shows indeed the evolution of the

women’s status.

How does advertising represent the woman from the end of the nineteenth

century? How does it produce these changes in her social status? Until the

end of the fifties, advertising gave us the image of a passive woman who

was a housewife, a devoted wife and mother, and a symbol of beauty but

was not allowed to speak.

From 1965 the woman’s image changed: she asserted herself more and

more and advertising presented a new independent woman. She was no

longer limited to the housekeeping and the children’s upbringing; from

now on she worked and gained her autonomy.

Nowadays advertising sells us a woman who has different personalities:

housewife, mother, and wife… But what has changed in fact is that the

woman decides, she lives for herself above all and makes her own

choices: marriage, motherhood…

1900-1965 : The beginning of advertisement and the

traditionnal role of women

Since the beginning of the XXth century and the first steps of advertising,

women have been used to sell : they are an object of desire for men, and

they represent by themselves a real market to take, because they are

potential buyers. The advertisers’ goal will be to conquer this market, and

to do so they will have to convince women that they need some goods

and they are able to buy them.

Advertisers show off nice women images to advantage : they are

everywhere on the posters to promote various products to eat, to travel or

to take care of oneself.

But the advertisers are careful : codes are made to be followed, and no

one will try to transgress them. A woman in advertising is a woman

shown to everyone ; it implies that she must always correspond to the

idea of woman.

Morals are still strong, so that a woman is not "lethal". Even if she can be

nice, or become seductive, thanks to the advertised product, advertisers

avoid being too bold.

The 1920’s are the theatre of a real evolution on the vision of woman

in advertising: Paris welcomes a poster realised by Leonetto Capiello

for the "Délices" pasta, which shows the first bare-legged pin-up. This

new representation has a direct link with the state of mind of the

"Années folles".

Yet this evolution may not be progress : it marks the beginning of the

body’s exhibition for mercantilist aims.

In the 1950’s, advertisers and manufacturers get aware that a woman has

an unemployed purchasing power ; the growth of this power incites them

to target some products to those specific needs.

A seductive woman is not enough to sell ; the buyer has to be seduced

too.

Another aspect of women is the housewife : many products for cooking

or cleaning are created and proposed during the century, with more or less

success.

Washing machines, food-processors, "minute soup", every product is a

help and time gained for a woman at home.

Advertisers frequently refer to this aspect : in 1886, "Maggi" claims its

soups can "lighten the burden" of women, because of the quickly-made

cooking. Fifty years later, Moulinex expects to "free women" with its

household electrical appliances, and it is true that those appliances have

been a revolution in the woman’s life.

1965 - 1990 : Advertising and the evolution of the woman

status

1965 marked a turning point in the French society. Until then the French

values had remained those of a rural and pre World War the Second

nation in spite of the economic growth. The French woman was already a

(young) voter, but in ten years, between 1965 and 1975, she obtained two

fundamental rights. In 1966, a law proposed by the deputy Lucien

Neuwirth allowed her to be on the pill and in 1975, a minister, Simone

Weil, defended bitterly her project in front of a French National

Assembly frankly hostile and obtained its vote thanks to the votes of the

opposition: abortion became legal. From now on, with these two rights,

the French woman was the owner of her body. It marked the beginning of

the Frenchwomen’s emancipation, which became total thanks to the

sexual liberation and her massive coming in the labour market.

In the eighties, a turning point was taken: advertising reflected the image

of a liberated woman who lived fully her love affairs as a movie realised

by L. Besson called "the intrepid" showed it. You could hear a voice

saying: "I didn't understand a thing, a new Dim, a dangerous one, fearless

and devilishly resistant, sheer Dim if ever there was one, sexy as ever…"

Dim was crowned sexiest publicity campaign of the year. A new publicity

campaign was launched to celebrate the 20th anniversary of the Dim

woman: the J-P Goude publicity campaign for the Diam’s, a new

shimmering tights, insisted on the relationship between the woman and

her Dim tights: she felt sexy with them, and even the tights became a

male with the slogan: "His embrace… Diabolical". At last the Dim’ up

arrived: it is stay-up stockings without garter. B. Pivot vaunted it and its

commercial (" sexy underneath and great on top") in a national

newspaper. In 1988, the brand launched a new bra in lace and adopted a

firmly provocative tone with the picture of a young lady in bra and the

slogan: "Dim moi tout!" (Tell me everything).

Advertisers follow the trend. They repeat social behaviour and try to go a

little bit further. Indeed, an advertisement must be striking to be

distinguishable from the other ones by the consumers. That is the reason

why it can be aggressive or transgressor.

But, in reality, advertisers have not a completely free hand. They must be

careful not to arouse reject and obtain a decreasing of the sales.

Moreover, most advertisements are aimed at women: for sociological

reasons, a big part of the daily economic decisions is up to women. The

advertisers as a whole are quiet prudent : they do not want to risk losing

such an essential part of their potential public.

But, according to the feminist groups, this risk does not prevent the

advertisers from trivializing violent behaviours toward women (which is

denounced in the texts of the fourth world conference for women that

took place in Beijing in 1995).

The advertisers have understood that shocking was not the only way to

sell something. The transgression can be humorous. This worked very

well for the crème fraîche whose sales were up 35% between January

2000 and January 2001.

This is a proof that the women can appreciate this kind of humour.

Indeed, at the risk of repeating a stereotype, we can think that women buy

these products.

Do the advertisements reflect the evolution of women's place and role in

society? In a way, we can assert that the advertisers knew how to adjust to

the global evolution of the customs. Moreover, the way advertising treats

women nowadays is not only the reflection of the advertisers' misogyny.

It reflects as well the hippie and feminist movements' failure: They asked

for equality. As a matter of fact, women have not yet got it.

Therefore in India advertiser are led to think that advertising reflects our

way of life and of thinking. The way to represent women is a good

example of it. The advertising of the twentieth century shows indeed the

evolution of the women’s status.

However transferring to the men's image, the degraded women's one is

certainly not the appropriate solution. Moreover, the so-called evolutions

of advertising are ambiguous to say the least, notably with regard to the

nudity of the men. A few years ago, the advertisers said the consumers

considered it repelling. Considering the increase of the commercials

showing naked male bodies, nudity does not repel anymore and is even

likely to be attractive. Male nudity, (as feminine one), is supposed to

increase the sales.

DATA ANALYSISAge

Frequency Valid Percent

Valid 15 - 20 10 20.0

20 - 25 25 50.0

25 - 30 5 10.0

30 - 35 5 10.0

Above 35 5 10.0

Total 50 100.0

AgeAbove 3530 - 3525 - 3020 - 2515 - 20

Freq

uenc

y

25

20

15

10

5

0

510.00%

510.00%

510.00%

2550.00%

1020.00%

Age

SEX


Valid Male 35 70.0

Female 15 30.0

Total 50 100.0

SexFemaleMale

Freq

uenc

y

40

30

20

10

0

1530.00%

3570.00%

Sex

Education background


Graduate 20 40.0

Post graduate 30 60.0

Total 50 100.0

53

Education backgroundPost graduateGraduate

Freq

uenc

y

30

20

10

0

3060.00%

2040.00%

Education background

Female models featuring in mens products advertisements

helps in attracting more viewers


Totally Agree 5 10.0

Agree 25 50.0

Neither Agree nor

Disagree5 10.0

Disagree 10 20.0

Totally Disagree 5 10.0

Total 50 100.0

Female models featuring in mens products advertisements helps in attracting more viewers

Totally DisagreeDisagreeNeither Agree nor Disagree

AgreeTotally Agree

Freq

uenc

y

25

20

15

10

5

0

510.00%

1020.00%

510.00%

2550.00%

510.00%

Female models featuring in mens products advertisements helps in attracting more viewers

INTERPRETATION

ON CALCULATING MEDIAN = 2 ( AGREE )

After survey and statistical analyze we came to conclusion that female

models featuring in men’s product advertisement helps in attracting more

viewers

Which product advertisement attract you most


Axe deospray 15 30.0

Amul Macho 13 26.0

7up 11 22.0

Minto fresh Green 4 8.0

Fast track goggles 7 14.0

Total 50 100.0

INTERPRETATION

ON CALCULATING MODE = 2

After survey and statistical analyze we came to conclusion that axe

deospray advertisement attract maximum number of viewers

Featuring of female models in mens products

advertisement is right strategy adopted by advertiser

for brand promotion



Agree 25 50.0

Neither Agree nor

Disagree2 4.0

Disagree 7 14.0


Total 50 100.0

Featuring of female models in mens products advertisement is right strategy adopted by advertiser for brand promotion


AgreeTotally Agree

Freq

uenc

y

25

20

15

10

5

0

510.00%

714.00%

24.00%

2550.00%

1122.00%

Featuring of female models in mens products advertisement is right strategy adopted by advertiser for brand promotion

INTERPRETATION

ON CALCULATING MEDIAN = 2 (AGREE )

After survey and statistical analyze we came to conclusion that featuring

of female models in advertisement is right strategy adopted by advertiser

for brand promotion.

Advertisement cast by female models are more attractive

then those Advertisement in which men models are cast



Agree 20 40.0

Neither Agree nor

Disagree3 6.0

Disagree 15 30.0


Total 50 100.0

Advertisement cast by female models are more attractive then those Advertisement in which men models are cast


AgreeTotally Agree

Freq

uenc

y

20

15

10

5

0

714.00%

1530.00%

36.00%

2040.00%

510.00%

Advertisement cast by female models are more attractive then those Advertisement in which men models are cast

INTERPRETATION

ON CALCULATING MEDIAN = 2 (AGREE )

After survey and statistical analyze we came to conclusion that

advertisement in which female models are cast are more attractive than

those advertisement in which male models are cast.

Is womens featuring in mens products advertisements are

unnecessarily used


Yes 29 58.0 No 17 34.0 Can't say 4 8.0 Total 50 100.0

Is womens featuring in mens products advertisements are unnecessarily usedCan't sayNoYes

Freq

uenc

y

30

20

10

0

48.00%

1734.00%

2958.00%

Is womens featuring in mens products advertisements are unnecessarily used

INTERPRETATION

ON CALCULATING MODE = 1 (YES )After survey and

statistical analyze we came to conclusion that women in men’s

advertisement is unnecessarily used.

Which kind of advertisement would you like to

watch


Celebrities advertisement 24 48.0

Female models

advertisement10 20.0

Family emotional

advertisement10 20.0

Animated advertisement 6 12.0

Total 50 100.0

Which kind of advertisement would you like to watch

Animated advertisementFamily emotional advertisement

Female models advertisement

Celebrities advertisement

Freq

uenc

y

25

20

15

10

5

0

612.00%

1020.00%

1020.00%

2448.00%

Which kind of advertisement would you like to watch

INTERPRETATION

ON CALCULATING MODE = 1 (CELEBRITIES

ADVERTISEMENT

After survey and statistical analyze we came to conclusion that people

generally like to watch celebrities advertisement in which some celebrity

is cast.

Findings

Viewers generally like to see celebrities’ advertisements.

Female models advertisements attract more viewers which help in

brand promotion.

Generally people think that women are misuse in advertisements

even though they help in excellent brand promotion.

Female model advertisements are more attractive then male model

advertisement.

RECOMMENDATION

“All things who glitters are not gold” but in today market scenario all

things who glitter are costlier than gold.

Same in case with advertisement industry advertiser use different

tricks to attract the prospective buyers and endorsement of female

models and celebrities is one of them.

From the study and research which was done it is now quite clear that

advertisement in which female models are cast are more attractive

than male model advertisement.

Advertiser should go for female celebrities’ endorsement as

celebrities’ endorsements is now treated as hot cake in advertising

industry for example Shilpa Shetty and Romanov , Mallika Sherawat

and 7up , Rakhi Sawant and Minto Fresh Green etc.

Finally we would like to recommend that women in advertisement are

not misused and they are used to trap more viewer for brand

promotion.

LIMITATIONS

The followings were the hindrances, which came during the

commencement of the project:

Small Geographical Area.

Small sample size.

Limitation of time.

Casual attitude of some respondents.

CONCLUSION

At last we would like to say that women in advertisements are used by

advertiser to increase the brand promotion of the product. As it attract

more viewers which helps in brand awareness. Advertisers are doing

right thing to hit the right nerve of the prospective buyers.

ANNEXURE: QUESTIONNAIRE

AGE 15 – 20…………. , 20 – 25…………. , 25 – 30…………..

30 – 35…………. , ABOVE 35………….

SEX MALE…………. FEMALE…………..

EDUCATIONAL BACKGROUND

10+2…………. , GRADUATE……………. ,

POST GRADUATE………… ,

ANY OTHER (PLEASE SPECIFY)…………

FEMALE MODELS FEATURING IN MENS PRODUCTS

ADVERTISEMENT HELPS IN ATTRACTING MORE

VIEWERS

TOTALLY AGREE………… , AGREE……………

NEITHER AGREE NOR DISAGREE………………

DISAGREE……………. , TOTALLY DISAGREE…………..

WHICH PRODUCT ADVERTISEMENT ATTRACT YOU

MOST

1) AXE DEOSPRAY……………..

2) AMUL MACHO……………….

3) 7UP…………….

4) MINTO FRESH GREEN…………..

5) FAST TRACK GOGGLES………….

FEATURING OF FEMALE MODELS IN MENS PRODUCTS

ADVERTISEMENTS IS RIGHT STRATEGY ADOPTED BY

ADVERTISER FOR BRAND PROMOTION




ADVERTISEMENT CAST BY FEMALE MODELS ARE MORE

ATTRACTIVE THAN THOSE BY ADVERTISEMENT IN WHICH

MEN MODELS ARE CAST




WHICH KIND OF ADVERTISEMENT WOULD YOU LIKE TO

WATCH

CELEBRITIES ADVERTISEMENTS ……………….

FEMALE MODELS ADVERTISEMENTS……………..

FAMILY (EMOTIONAL APPEAL)

ADVERTISEMENTS……………

ANIMATED ADVERTISEMENTS………………

BIBLIOGRAPHY

BOOKS :

1) Beri , G.C., Marketing Research, New Delhi, Tata McGraw

Hill, 2006 (12th Edition)

2) Richard I Levin & David S. Rubin Statistics For

Management, Pearson education , 2005 (Fifth Indian Reprint)

JOURNALS AND MAGZINES:

1) Business today

WEBSITES:

1) www.google.co.in

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